Get ready, folks! Queensland is turning up the fun factor by enlisting the beloved cartoon pup, Bluey, and Australia Zoo’s own Robert Irwin in a $9.2 million tourism campaign. The big reveal kicked off at South Bank with a massive “Keepy Uppy” world record attempt—where Bluey’s family’s favourite game of keeping a red balloon in the air came to life.

This epic event saw more than 700 enthusiastic participants across Brisbane, Cairns, and the Gold Coast, setting a new world record under the watchful eyes of The Australian Book of Records.

A World of Bluey Awaits

The campaign, dubbed “Bluey’s World, for real life,” aims to draw an extra 1.3 million visitors by June 2025. With Robert Irwin inviting viewers to step into Bluey’s world through a fun-filled TV commercial, the campaign showcases Queensland’s star attractions like the Great Barrier Reef, Gold Coast, and Brisbane. It’s a call to action for families to experience the magic of Bluey’s backyard.

Global Reach, Local Charm

Targeting key markets such as the US, UK, New Zealand, Japan, and Singapore, the campaign rides on Bluey’s global fame. Premier Steven Miles highlighted Queensland’s world-class lifestyle, stunning beaches, and vibrant cities, urging the world to come and play.


Bluey’s World: The Ultimate Experience

Come November 7, Bluey fans will get an immersive treat with the opening of Bluey’s World in Brisbane’s Northshore. This attraction promises interactive play features, guided experiences, and more, set to inject over $18 million into the local economy.

Tourism Gets a Boost

With over 600 holiday deals from big names like Qantas and Expedia, the campaign aims to make Queensland the top destination for fun and adventure. Brisbane Airport is also on board, adding more international routes to welcome global travellers.

Why Queensland?

According to Tourism and Events Queensland CEO Patricia O’Callaghan, this campaign is about showcasing what makes Queensland special in a competitive tourism market. “Bluey is a true international sensation, and we’re thrilled to invite the world to experience Bluey’s world right here,” she said.


So pack your bags and get ready to keep those balloons in the air—Queensland is calling, and Bluey’s waiting to play!

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